Morrisons moves to back British
A MOVE by Morrisons to fully support British livestock farmers has been praised by the NFU.
The retailer’s CEO, David Potts, made the announcement at The Great Yorkshire Show.
Mr Potts said that Morrisons will no longer stock lamb imported from New Zealand and Australia and will instead move to 100% British in its own-label brand “Market Deals”.
Reacting to the announcement, NFU deputy president Minette Batters said: “We are extremely pleased that Morrisons has chosen to fully back British sheep producers.
“Morrisons has traditionally been a strong supporter of the British livestock industry and much of its messaging to shoppers is centred on stocking 100% British Red Tractor assured fresh meat.
“This move will make it easier for shoppers who want to buy British lamb in store but have previously been confused by the ‘Market Deals’ labels.”
NFU livestock board chairman Charles Sercombe said: “This highprofile commitment by Morrisons to source 100% British lamb across all its lines provides a welcome boost for the UK sheep sector at a time when our future trading relationships are uncertain.
“It is vitally important that we see strong support from British retail and consumers.”